Adding Value: Digital Asset Management

Depending on the size of your print shop, there are various types of digital asset management solutions (DAMs) that can be tailored specifically to fit the needs and requirements of your business. Some programs are more user-friendly than others, and file retrieval time may vary, but whether you're new to DAM or just want to update your current system, it can be easily done.

How? Let's start with Extensis' Portfolio DAM solution. The Portfolio line is geared more for small to mid-size companies and comes with a 30-day trial. Portfolio is a server-based product that allows printing companies to work on projects collaboratively.

Portfolio NetPublish allows distribution of digital assets in a Web browser format. Implementing Portfolio NetPublish is easy: All you need is a browser (such as Explorer or Firefox for PC or Safari for Mac) plus other system requirements of course. Portfolio NetPublish is ideal for companies with no IT department.

"Portfolio uses the drag-and-drop method for managing files. We have a competitive advantage in the DAM market because it's not only easy to use, it's simple to install and cost effective. The cost of typical enterprise DAM solutions can cost $100,000 or more and take six to 12 months to install," noted Cindy Valladares, product marketing manager for Extensis, located in Portland, Ore.

"Even when people resist to change, the learning curve of this solution is simple; sometimes it's understated how easy this software is to use. Anyone with permission can easily access files automatically. It's very easy to find the files and archives. Many times, organizations underestimate the importance of a consistent filing structure," she continued.

There are many factors to think about when deciding whether or not to use digital asset management. DAM servers offer advantages as opposed to not using this type of service.

"(With DAM) everything is in a central location. Before, assets were everywhere—on CDs, DVDs, various machines, and repurpose was next to impossible. You can easily distribute assets by having one central location. A good DAM solution will allow organizations to catalog multiple files, such as jpegs, InDesign files, audio, and video," Valladares explained.

Another thing to keep in mind for printers is what kind of assets are important and what they want to have. Portfolio NetPublish makes it easy for printers to send proofs to their clients. Printers can also control which files can be visible to certain users. NetPublish features a shopping cart for downloading images that can also be configured to send through e-mail.

Users can assign assets by tagging images to go to specific people. They can also build a list of predefined key words to keep tags more restrictive and allow more collaboration within a small organization.

The DAM market is significantly large, and there are many providers. Choosing a DAM option depends on the size and complexity of the company. Single users may use Adobe Bridge while larger organizations can opt for enterprise DAM solutions.

Hosted DAM solutions are designed for companies that are on a tight budget, but when choosing these, Valladares cautioned that businesses make sure they have the rights to their assets. Many hosted DAM systems are turnkey plug-and-play systems and more restrictive.

"Portfolio can be easily integrated with Microsoft SQL seamlessly with no problems, and assets can be easily added and taken out. Printers can set it up so that their users and clients can access the files through a browser with no licenses required. Only server administrators and people who add metadata need licenses. The administrator can create passwords and control who has access to the files," she said.

Back-up files must be created to prevent them from accidentally getting lost. The back-up should also be kept in a different location other than the building. Back-up files may even be kept on Blueray discs.